For Seinfeld fans, the phrase “No soup for you!” will live forever. But for the makers of the actual soup based on the character cringingly known as the ‘Soup Nazi’ that phrase is being dropped for a new, less harsh approach.
The Original Soupman, makers of artisanal soups since 1984, has introduced a campaign called ‘Just Try It,’ showing a still-stern but more welcoming Soupman. The comical new commercials feature Larry Thomas as ‘The Soupman,’ reprising his role for a new generation.
In the commercials, the Soupman recruits ‘The Publicist,’ played by Brandon Joyner, to help him achieve his new goal: to share his famous soups with the masses. The odd couple was introduced in a series of teaser videos, one explaining their pairing and another explaining why the Soupman is “back” and why he has been misunderstood all these years.
The ‘Just Try It’ campaign will feature the pair in a series of spots set to debut in late-August and run through December 2018. The first shows the Soupman shouting at the Publicist that they have to find some way to get people to just try his soups. The hapless Publicist sets up a makeshift soup stand outside, right next to a little girl’s lemonade stand. The standoff between the two business people comically escalates, with the Soupman asking people, including the girl, to “just try it.” In the end, they both end up satisfied with the results.
Agency: Digital. Mobile. Social.
Founder & Creative Director: Sherry Greenberg
Client: The Original Soupman